How To Benchmark A Website With Google Analytics?

Google Analytics

Google Analytics has a proper function called benchmarking. The effectiveness of your website is evaluated on prior outcomes and the norm for your sector. It gives context to the SEO Perth service, provides insights into a market trend, and makes it easier to compare your indications to those of your rivals. Setting realistic goals and planning forward are made possible by contextualizing your site’s performance.


Activating Google Analytics’ Benchmarking feature


  •       Enter your Google Analytics login information and then go to Admin > Account Settings.
  •       Check the “Benchmarking” option by scrolling down and selecting it. Press “Save.”


Historical Benchmarking of Ecommerce


  •       By using historical benchmarking, you may establish goals based on past results.
  •       Look at both year-over-year and year-over-month trends when comparing months to months. Consider various variables when projecting, including recent significant adjustments to your sales and customer acquisition plan, changes in expenditure, and insider information.
  •       You may, for instance, look at the performance of your acquisition channels this year compared to previous. To do this, Select All Traffic > Channels from the Reporting tab’s Acquisition section, then click the calendar selector. Put a check in the “Compare to” option and choose “Previous year” after choosing the date range for this year. Press “Apply.”


Industry benchmarking for e-commerce


  •       Ecommerce benchmarking is beneficial since it gives the essential context for metrics you measure that may have increased or decreased not as a consequence of your activities but rather as a result of broader industry trends.
  •       For instance, if you saw several visitors from the U.K., check whether your rivals are experiencing the same thing or if your most recent campaign is to blame. Alternatively, if you observe a rise in visits from mobile users, attempt to determine if this is due to a general trend or your most recent mobile-friendly design. These questions get answered with the use of Google Analytics Benchmarking.
  •       It takes a significant amount of trustworthy user data, which Google Analytics provides, to transform this abundance of data collected by various websites into something valuable and relevant for specific organizations.
  •       The three primary areas of Google Analytics benchmarking are (a) visitor source, (b) area and gadget, and (c) six different measures, including sessions, new sessions, new sessions as a percentage, websites per session, average session time, and bounce rate.
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Benchmark Reports


Reports in your account become active if you enable data sharing, allowing for anonymous data exchange. The reports are accessible through the Audience section’s new Benchmarking option.

The benchmarking tool comprises three reports: Channels, Location, and Devices.


  •       Channel Benchmarks


You may utilize this analysis to compare your performance with similar companies in acquisition channels. It contributes to addressing issues like:

How well are my social media initiatives doing?

Do you need to make more display advertising investments?

When compared to my competitors, is your website search engine optimized?


  •       Location Benchmarks


The Location report contrasts your national or territory statistics with the benchmark for each country or territory that refers traffic to you. This analysis offers regional indicators, which are helpful for international e-commerce businesses to see where they are performing well or poorly globally. It will be easy to comprehend if you work in one nation. However, combining this study with the others would be interesting if your audience is international. For instance, if you notice that you are performing poorly in Canada, check the Channels report to identify the country’s underperforming channels.


  •       Device Benchmarks


  1.     Concerning pc, smartphone, and laptop traffic benchmarks for your sector, the Devices Benchmark Analysis compares your mobile traffic data to those of your competitors. This analysis is helpful since it compares your visitors by the specific device to that of rivals in your sector.
  2.     Some websites haven’t adopted mobile browsing ultimately. Industry differences in the outcomes are significant. Some retail establishments already see a higher volume of tablet and mobile traffic than desktop users.
  3.     Some websites only receive roughly 35% of their visitors through mobile and tablet devices, for example, in the finance industry.
  4.     Similar to the Location report, just only one level of depth is accessible for the data. For instance, results cannot be compared by the operating system or particular hardware. However, it still acts as a valuable indicator of your position.
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How to Interpret Benchmark Report Data


What may the information be read from a benchmark report? Here are some explanations for each report.


  •       Channel. Merchants may contrast traffic and acquisition from sponsored versus organic search, direct versus referral traffic, and other comparisons using the Channel report.
  •       Location. Study your behavior data carefully if you sell goods worldwide. Numbers that fall below the standard for a specific territory may point to an issue with material that is inappropriate for that area or may suggest an issue with your cost or delivery strategy. If, on the other hand, you’re getting interested visitors from a region you don’t already serve, this may indicate a possibility for expansion.
  •       However, the site’s behavior data show that mobile devices perform poorly in contrast to their desktop counterparts in terms of engagement. It can mean that this website needs more mobile optimization because it isn’t as responsive as competitors in its field.
  •       Therefore, this Device report could suggest whether you’re giving mobile consumers the best experience possible. It might also give you information about your rivals, including if they’re well ahead of you or having the same problems as you.
  •       You may use this information to determine whether the traffic splits you are experiencing by the device are typical for your sector.




The performance of your website in SEO Perth concerning other websites is contextualized extremely helpful by benchmarking. You may assess your website’s performance in terms of geolocation, devices, and acquisition channels. Your website’s effectiveness should increase due to these insights in marketing strategies.

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